John Lewis is the first major UK clothes seller to offer exclusively gender neutral children’s clothes. Labels read “Girls & Boys” or “Boys & Girls” on all items, from newborns up to 14 years. It has also launched a unisex line for children, with no more prescriptive pink for girls and blue for boys – just clothes for everyone.

Some embraced the store for its progressive and nuanced take on gender politics. But others were …

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